JOHOR BAHRU, June 28 – Universiti Teknologi Malaysia (UTM), through its Faculty of Management, successfully organized the International Sustainability Communication, Education, and Public Awareness (CEPA 3.0) initiative and the strategic social marketing campaign, “Trashformers 2025: From Waste to Wonder.” This community-centered campaign focuses on reducing food waste, promoting zero-waste practices, and encouraging sustainable living.
Led by UTM students as part of their Social Marketing courses, this initiative collaborates with industry partners and local communities to transform public perceptions of waste. The goal is to shift the view of waste from mere disposal to resource recovery through education, social empowerment, and practical environmental solutions.
The CEPA 3.0 program consisted of four major sub-projects, implemented in three key locations. It began with EcoSource, held on May 13, 2025, at the Hako Hotel, which focused on collecting food waste from hotels while educating the community about the impact of food waste. This was followed by EcoGarden on May 20, 2025, at Sekolah Kebangsaan (SK) Taman Mutiara Rini, which taught schoolchildren sustainable composting and gardening practices to instil environmental responsibility from an early age.
The campaign reached its peak on June 28, 2025, at SK Taman Mutiara Rini, where two initiatives, EcoWaste and EcoBites, were simultaneously implemented. EcoWaste included a hands-on workshop that demonstrated how to transform used eggshells and other household waste into valuable products, such as chalk and bowls. At the same time, EcoBites provided fun and engaging learning sessions that encouraged primary school students to make low-carbon and healthy snack choices. Each component of the campaign was designed to provide participants with practical and impactful educational experiences.
Dr. Adaviah Mas’od from the Faculty of Management served as the program advisor and played a crucial role in guiding the students through the planning and execution stages of the campaign. She emphasized the importance of strategic communication and social responsibility.
This campaign would not have been possible without the generous support of various collaborators. Enviro Pioneer Solutions was the official sponsor, contributing RM2,000 to help cover the costs of food waste barrels and other program necessities. Key partners included MyBha, Alora Ecogreens Sdn. Bhd., Hako Hotel, and SK Taman Mutiara Rini, all of whom provided valuable assistance and access to the venue for the community activities.